Suntory Ltd. will launch "Horoyoi Blue Sour" and "Horoyoi Vitamix" nationwide starting April 14th (Tuesday), 2026. Additionally, nine standard flavors will be renewed and released nationwide in stages from mid-January onwards.
The nine standard flavors include: "Horoyoi White Sour," "Horoyoi Peach," "Horoyoi Lemon Mikan," "Horoyoi Cassis and Orange," "Horoyoi Shuwa Vita Sour," "Horoyoi Umeshu Soda," "Horoyoi Iced Tea Sour," "Horoyoi White Grape," and "Horoyoi Grape." All except "Peach" and "Lemon Mikan" feature packaging renewals only.
Responding to Evolving Consumer Preferences
Since its launch in 2009, Horoyoi has been a long-selling brand supported by a wide range of age groups, particularly younger consumers, thanks to its familiar, gentle taste and comfortable 3% alcohol content. The brand has also been well-received for its diverse flavor lineup. Recent research conducted for this renewal revealed that today's younger consumers prefer "lighter and more refreshing flavors," and they value "easy-to-understand taste profiles" as one of their criteria for choosing alcoholic beverages.
Based on these findings, Suntory is introducing two new flavors—"Blue Sour" and "Vitamix"—designed to resonate with younger drinkers seeking familiar, approachable drinks, while also renewing the nine standard varieties.
Horoyoi will continue to strive to be a "comfortable, relaxing, gentle drink."
Two New Standard Flavors
The new offerings embody the refreshed Horoyoi brand with updated contents and packaging.
Blue Sour
The flavor aims for a light and refreshing taste reminiscent of sports drinks, delivering a crisp, satisfying finish characteristic of alcoholic beverages.
The packaging features a refreshing design inspired by clear blue skies, highlighting the product's distinctive characteristics.
Vitamix
This flavor offers a gentle, light taste that blends the refreshing aftertaste of orange with the satisfying fullness of mango.
The packaging features a yellow-to-orange gradient background with fruit illustrations and a "Vitamin C!" logo, emphasizing the beverage's key features.
Nine Renewed Standard Varieties
The packaging for the nine standard varieties has been redesigned with gradient backgrounds in colors that symbolize each flavor. Flavor icons are positioned at the top to clearly express each variety's characteristics. The overall packaging communicates the "gentle and light taste" aligned with younger consumers' preferences.
For "Peach," the flavor has been refined to deliver a fresh, aromatic profile with a clean finish and a refreshing white peach taste. "Lemon Mikan" maintains its balanced lemon and mandarin flavor while achieving a crisper citrus sensation.
Product Gallery
Product Details
Product Names and Specifications:
All 11 varieties (Blue Sour, Vitamix, White Sour, Peach, Lemon Mikan, Cassis and Orange, Shuwa Vita Sour, Umeshu Soda, Iced Tea Sour, White Grape, Grape)
- Volume: 350ml
- Suggested Retail Price: ¥159 (excluding tax)
- Alcohol Content: 3%
*Prices are not binding on retailers' independent pricing decisions.
Release Dates
Mid-January 2026 onwards (sequential release):
Horoyoi White Sour, Peach, Lemon Mikan, Cassis and Orange, Shuwa Vita Sour, Umeshu Soda, Iced Tea Sour, White Grape, Grape
April 14th, 2026 (Tuesday):
Horoyoi Blue Sour, Vitamix
Additional Information
- Release Region: Nationwide
- Category: Liqueur
- Horoyoi Website: http://suntory.jp/HOROYOI/
